Objective: to launch Union as the 10th car insurance company on the market we created a sort of secret organization that took justice on the roads into its own hands. The Pink Squad - movement against irresponsibility on the road. The campaign started as a guerila one with a pirate announcement of the Pink Squad broadcasted on all major TV stations. Supported by videos and pictures from actions of the group that flooded the internet. Even prints and TV programs were full of the group of five people dressed in black uniforms with pink balaclavas, relentlessly fighting irresponsible drivers.After two weeks of anonymous actions, at the annual motor show Union insurance officially declared, that The Pink Squad is a part of their campaign. Even after this the group didn’t loose its fan base. Quite on the contrary. In a short time the squad appeared in the insurance company’s regular ads.At the end the initiative Weekend without accident /All saints' holiday weekend October 30th - November 1st 2009/ came because of strong response to the idea of fighting irresponsibility on the road.

The campaign started with a pirate announcement broadcasted on all major TV stations. Videos and pictures from actions flooded the internet. The group was communicating through a fan page on Facebook or the micro site fed daily with the latest videos and photos and with the content posted by people who decided to participate in the fight.The first part of the campaign was supported by online PR, by articles in daily, TV programs, by free Pink line in radio for people to lay information against irresponsible drivers or to give tips for a next action.After two weeks at the annual motor show Union insurance officially declared, that The Pink Squad is a part of their campaign. The campaign continued with The Pink Squad ads. /TV, print, billboards, internet, P.O.S.Initiative Weekend without accident was born on Facebook and afterwards supported by PR in TV, print, internet, and other media.

Over 80.000 members on FacebookMore than 1.000.000 web page viewsWith over 140.000 unique visitorsMore than 30.000 Google search results for the name Pink Squad in the first 2 weeksThe Pink Squad´s story generated 500k € worth of media coverage, which is equal to 50% of the total media budget of the whole launch campaign.More than 10.000 insurances during the first 3 monthsIn 3 months the mandatory car insurance of Union insurance reached the same preference level as its 4 main competitorsWeekend without accidents.Accidents on that particular holiday weekend compared to the last year decreased:traffic accidents decreased from 429 to 191 and lives lost decreased as well from 6 to 1